Mobile phone feature preferences research digital divide of gender in Chinese youth Ge Chao Management Science Business School Renmin University of China E-mail: email@example.com Agenda Background & Research Question Literature Review Hypotheses Research Methodology Conclusion & Discussion Background вЂў Increasing Mobile Device Usage вЂ“ Most people are using at least one mobile phone, one laptop and one PDA at the same time. (Economides and Grousopoulou, 2009) вЂў Emerging Feature Fatigue вЂ“ Feature Fatigue(Roland, Debora, and Rebecca, 2005) as a result emerge in mobile usage вЂў Sweet Spot- the youth market вЂ“ Eager to try new functions and preferences in adult period will be affected by their choices when young (Leslie, 2007) Background вЂў Fast-growing Chinese market вЂ“ In 2010, China's mobile phone users increased by 110 million, reaching a total of 859 million (Data from Ministry of Industry and Information Technology) вЂ“ Gained rare attention from relevant academy field вЂў Digital Divide вЂ“ It is proved that feature preferences exist and defer from demographic characteristics such as age, gender and nationality, which is called Digital Divide in many studies. Research Question Mobile phone feature preferences of Chinese young people; Digital divide: If the preference exists, whether it is different between genders Literature Review вЂў Feature preferences: Digital Divide вЂ“ late 20th century when IT applications initially emerges, some scholars found the existence of Digital Divide, which means people divided by some standards use IT applications quite differently. e.g. Linda (2007) Literature Review вЂў Digital Divide of gender вЂ“ Technology e.g. Canada Bell Telephone (Leslie, 2007) вЂ“ Internet e.g. early 1990s, women used Internet less than men; disappeared (Linda et al., 2007; Jackson et al., 2001) вЂ“ Mobile phone e.g. feature differences and the cognitive structure (Economides and Grousopoulou, 2009).; "gender scriptsвЂќ(Van Oost,2004); (Leslie, 2007) Hypotheses вЂў Feature Preference: a phenomenon that people demonstrate different using time and using frequency for specific mobile phone features вЂў Digital divide: different groups of people show different feature preferences. вЂў Gender differences: one aspect of digital divide. Different genders show different preferences in features of Internet, mobile phones and other communication technology products. Hypotheses вЂў H1: Young people have feature preferences in using mobile phone. вЂў H2: Feature preferences of young people receive the impact of gender, which is digital divide of gender. вЂў H3: Behind digital divide of gender in young people is different gendersвЂ™ distinguished conceptualization of the phone features. Research Methodology вЂў Empirical research вЂў Data вЂ“ Develop a questionnaire based on literature analysis, especially on one research of Haverila (2011) вЂ“ 98 common mobile phone features surveyed вЂ“ Using Likert 7 point scale вЂў Analysis вЂ“ Use descriptive statistics, ANOVA, and Exploratory Factor Analysis for basic data processing вЂ“ Using Data Mining method to discover anomalies Conclusion & Discussion 46 features for male and 57 ones for female are used to do EFA next. Conclusion & Discussion Definition of common factor Factor name Definition Battery and additional Battery includes the features lifetime of a battery and talk time it supports. Communication Basic product characters Video and display Additional features include calendar and dictionary. Communication features of SMS and calling. The most basic features such as Bluetooth, operation key, weight, background theme, screen size, etc. Mobile phone camera, video playback, and screen display effect Conclusion & Discussion Factor name Battery and additional features Definition Battery includes the lifetime of a battery and talk time it supports. Additional features include calendar, dictionary, document viewer, Internet browser, application download, contact information, and so on. Touch screen and call Basic characters Video Touch screen includes touch screen and operation.; Call features include hands free and speed dialing, etc product The most basic features such as Bluetooth, operation key, weight, background theme, screen size, etc. Mobile phone camera, video playback Limitation вЂў Sample is limited: other districts; larger group вЂў Disturbing factors: the current mobile phone market; economic environmentпј› fortress mobile phone вЂў Other division direction, other digital divide type Summer Camp teaches meвЂ¦ What people say is not like what people doвЂ¦ Try to follow their daily routineвЂ¦ College student behave differently when stepping into job. Christer Carlsson пѓј Use case study; use Down Up Meter and other software for actual using data; пѓј Add young who already work into sample, may do comparison; Summer Camp teaches meвЂ¦ When, why and how to use Case StudyвЂ¦ Marko Nieminen Pay attention to perception or realityвЂ¦ Disturbing factors (mobile change quickly). Harry Bouwman пѓј Combine questionnaire with case study пѓј Consider change of market, and system factors( Symbian? IOS? Android? Window?) MANY THANKS!